I don't mind a government oversight as a matter of openness and standardization. I do mind government exercising power for its own sake, ordering a business to cease & desist when the service is using new technology to help people be better informed (WITH clear caveats that the information is suggestive, not authoritative).
I worked with your examples (website, consumer victimization, etc) and observed that government is equally as guilty as you construe private business is, and from there questioned why you respect one and demonize the other.
So long as 23AM makes clear their offering is not to be construed as actionable medical advice (suggestive, but not definitive by any means), the FDA should not be ordering them to stop service under threat of penalty/arrest.
The USA was founded on the premise of liberty: that individuals have rights which may not be dictated by the self-righteous and/or greedy whims of the majority & powerful. Now get government out of my health care, which served me very well during times which I could be dead four times over.